mBLAST–The Four Rules of Influencer Marketing



Let’s face it. Marketing used to be a lot easier. In the ancient days of marketing – back
before the Internet – Marketing and Advertising professionals focused
on a relatively small number of media outlets to convey their message. Reaching one’s target market was easy, because everyone depended on a few media outlets to get news on companies, products and services. Marketing enjoyed a laid-back, cozy relationship
with the media. Man, life was good!! However, with the advent of the Internet,
everything changed. The number of media outlets grew into a mass
of online publications and blogs which reported news in real time around the
clock. And as the market’s use and acceptance of
social media grew, the number of people and outlets reporting
“news” soared. As a result, today’s marketing professionals
are caught in a constant storm of “news” to track and respond to. It seems the good old days are over… Or are they? Smart marketing professionals today are utilizing
cutting-edge technology tools to identify and focus only on the Influencers
best suited for their specific message. What is an Influencer? An Influencer is someone who sways other peoples’ opinions and actions through
their writing and speaking. Instead of trying to reach and respond to
the mass market across the Internet … and react to gazillions of conversations going
on at any moment … today’s innovative marketing professionals
concentrate strictly on the Influencers who will then influence others on their behalf. So how do you identify these Influencers? Well, here are 4 simple rules. First of all, Popularity does not equal Influence. Many marketers measure influence today by looking at the number of followers someone
has on social media, like Twitter, and assuming they are influential based on
this. However, a person may be popular, but that doesn’t mean they have influence
over your target market. For instance, an iconic rock star may be immensely
popular. But, if your target is Financial Services, it’s unlikely that the rocker’s viewpoints
will persuade your market. Second, to be influential, a person has to
be actively writing on topics that matter to your audience. Let’s meet some friends. This is Bob. He writes a lot about professional sports. Here’s Frank, he blogs about new cars. Both Bob and Frank blog and Tweet constantly
about their topics. Meet Jane, she is looking to buy a new car. While Jane may think Bob is a class-A-cutie
and has a funny blog, it will be Frank’s writing that ultimately
influences her decision on which car to purchase, not
Bob’s. Frank has influence over Jane’s decision
to buy a car Bob does not. Third, to be influential, a person has to
have authority. A true Influencer is quoted a lot by others
who are respected in the industry. Let’s visit Frank again. His blogs about cars are widely quoted by other mainstream businesses and industry
press. And Frank is often interviewed for articles. Finally, Rule #4: Influencers drive action. Over time, Frank becomes so widely followed
and influential, that when he recommends a new car, sales for that car increase. His influence directly drives sales. All four rules are important and necessary in identifying Influencers. Influencer -based marketing is critical for
success in business today. Of course, focusing on Influencers is not
something new. Marketing professionals have been doing this
for ages by ensuring that key members of the media
were talking about their products and services. However, given today’s barrage of Internet-based
media, the game is larger … more complex … faster
moving. But there is a better way to sort through
the noise so you can identify and target the REAL Influencers
for your market. mBLAST delivers web-based, easy-to-use, cost-effective tools to revolutionize the way marketing gets done. Go to www.mblast.com to learn more. mBLAST. Influence your markets. Market your
influence.

Leave a Reply

Your email address will not be published. Required fields are marked *